Influencer marketing is more popular than ever before, and anyone who paid attention to Coachella should already know that. I mean, did you see all the branded content?

Last month, Amazon announced that its Prime membership has exceeded 100 million subscribers worldwide. What once was just a website for selling books is now the world’s biggest and most influential retailer. However, the ubiquity of Prime has made it such that most of this retail happens online.

Marc Borelli recently joined the team as our Creative Director. To get to know more about our newest creative mind and in-house audiophile, read on in this edition of our Employee Spotlight!

When the field of marketing evolves, it represents a response to changing consumer behavior or preferences. Today, we’re seeing one of those changes.

Say hello to the newest member of our Marketing & Communications team, Ann D'Adamo! With a mantra of "it's P.R., not the E.R.," it's no wonder that Ann joins us as the Director of Marketing & Communications. To get to know Ann, read on ... 

Like any other industry, marketing is a world in which trends emerge. And, when brands and marketers see those trends developing, there’s a natural desire to emulate and ride the coattails. Everyone wins, right? Not quite. Sometimes, those trends are leveraged to perfection, but other uses can leave a lot to be desired. In reality, the results vary greatly on a case-by-case basis.

For citizens across the globe, the holiday season provides an opportunity to spend time with families, to give back, and to show appreciation for one another.

While many brands continue to take steps to pull in the coveted millennial demographic, others are trying to get ahead of the curve with their successors, Generation Z.

As competition increases and brands vie to stay relevant, the strategic dilemma brands are often faced with is one that transcends just the marketing industry: should I take a risk or should I go with a “safer” bet? However, as the old adage goes, “nothing ventured, nothing gained.” While sometimes a safer bet seems like the most rational approach, some instances dictate taking risks —risks that, in turn, reap rewards that would’ve never otherwise been realized, helping differentiate the brand and grow mindshare. 

Case in point: Target in their sponsorship of the Grammy’s. In 2015, armed with eight 30-second commercial spots, they wanted to pull a stunt that reinvigorated their brand and its ties to culture. With the help of creative agency Deutsch, they convinced CBS to place all of their spots in one, contiguous four-minute block. With that big commercial, though, they had to do something extraordinary.

Apple has long been among the world’s most innovative companies when it comes to advertising, so it goes without saying that their efforts should be closely monitored. That’s why all eyes were on Apple when they revealed that they were restructuring their relationship with their ad agency, TWBA\Media Arts Lab.